Petbarn enters retail media space with PetAds network

Petbarn, one of Australia’s largest pet retail chains, is expanding into the retail media space, offering advertisers access to 2.9 million pet owners through its 240-plus stores nationwide.

The new retail media platform, PetAds, is Australia’s first dedicated pet brand media network. Developed in partnership with oOh!media’s retail media arm, reo, PetAds offers up a full-service ecosystem, including onsite, off-site and in-store advertising, supported by a dedicated media sales team.

Leveraging first-party data from Petbarn’s Friends for Life loyalty program, PetAds enables brands to deliver personalised campaigns, track return on ad spend and measure sales outcomes. As part of the partnership, reo will install and manage Petbarn’s in-store digital screen network across its national footprint.

Lucas Barry, CEO of Greencross Pet Wellness, said PetAds would help brands create “closer touchpoints” with customers while enhancing the Petbarn shopping experience.

"PetAds will deliver best-in-class media products while allowing us to focus on our mission of making the world a happier place through the love of pets," Barry said.

The network also allows advertisers to extend their campaigns across oOh!media’s 35,000+ outdoor assets near Petbarn locations, increasing reach along the customer journey.

Neil Ackland (pictured), chief retail media officer at oOh!media, called the launch a “game-changer” for brands looking to engage pet owners.

"This solution unlocks incremental revenues for Petbarn and new opportunities for suppliers while providing unparalleled insights into campaign performance," he said.